Research from IEG, the consultancy and agency owned by WPP Group, found that 87% of marketing executives were keen to more rigorously prove the payback delivered by their sponsorship spending. View Summary

Research from IEG, the consultancy and agency owned by WPP Group, found that 87% of marketing executives were keen to more rigorously prove the payback delivered by their sponsorship spending. Despite this, however, only 2% of organizations currently commit at least 5% of their budget in this area to measurement. Case studies from leading operators including Bank of America, FedEx and Louis Vuitton show why this is a mistake, as by monitoring the right metrics, they were able to accrue vital insights into how and why their sponsorship programs worked.

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MillerCoors: Using sponsorship to engage US beer drinkers at a local level

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Geoffrey Precourt, Event Reports, IEG Sponsorship, April 2013

This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans. View Summary

This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans. The strategy reflects the local nature of the US beer market, in which there are distinct regional and city-level preferences for specific beer brands. National media remains important but, according to the CMO of MillerCoors, "we have shifted from brand campaigns to campaigning for our brands". A key component of its local marketing is sports sponsorship, with a particular emphasis on the support of local teams, driven by the research insight that sports' fans enjoy drinking beer when watching sport. The brewer's sponsorship properties in this area include college and pro football, baseball, ice hockey, basketball, rodeo and fishing.

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How Cadbury leveraged its investment in Olympic sponsorship

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Geoffrey Precourt, Event Reports, IEG Sponsorship, April 2013

This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK. View Summary

This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK. As a Tier 2 sponsor, the company just had rights to the domestic (UK) use of Olympic trademarks, but had ambitions to make the biggest impact it could. It activated its sponsorship by connecting and involving British consumers with the Games, in response to research which suggested many people felt excluded. The central platform was "Cadbury Spots v. Stripes", a series of local game-based activities and competitions around the UK that anyone could play. By the end of the campaign, Cadbury had generated widespread reach, activated and amplified by paid, owned and earned media. In terms of unprompted recognition, Cadbury was fourth in the list of all sponsors and was top in its Tier 2 group of sponsors.

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Visa taps in to 25 years of Olympic sponsorship

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Geoffrey Precourt, Event Reports, IEG 2013, April 2013

For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years. View Summary

For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years. Its long-term association with US athletes like Michael Phelps, Kerri Walsh and Misty May are representative of a broader international approach, indicating its commitment to individual athletes and markets, as well as to the wider global ideal represented by the Olympics.

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